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Merger Simulation with Brand-Level Margin Data: Extending PCAIDS with Nests

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  • Rubinfeld, Daniel L.
  • Epstein, Roy J.

Abstract

We present a method to calibrate empirically the demand parameters in a merger simulation model by using brand-level profit margin data. While the approach can be generalized, we develop these ideas within a particular framework — the PCAIDS (proportionality-calibrated AIDS) model. We show that the brand-level margins effectively define product “nests†(products that are especially close substitutes) and substantially increase the flexibility of PCAIDS for modeling critical own- and cross-price elasticities. The model is particularly valuable for transactions at the wholesale level (where scanner data do not exist) and for geographic markets that span national borders (where comparable data may not be available), since other methods to derive elasticities, particularly those based on econometric estimation, may not be possible or may not be reliable.

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  • Rubinfeld, Daniel L. & Epstein, Roy J., 2003. "Merger Simulation with Brand-Level Margin Data: Extending PCAIDS with Nests," Berkeley Olin Program in Law & Economics, Working Paper Series qt9w99h2vd, Berkeley Olin Program in Law & Economics.
  • Handle: RePEc:cdl:oplwec:qt9w99h2vd
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    1. Werden, Gregory J & Froeb, Luke M, 1994. "The Effects of Mergers in Differentiated Products Industries: Logit Demand and Merger Policy," Journal of Law, Economics, and Organization, Oxford University Press, vol. 10(2), pages 407-426, October.
    2. repec:adr:anecst:y:1994:i:34:p:06 is not listed on IDEAS
    3. Roy J. Epstein & Daniel L. Rubinfeld, 2002. "Merger Simulation: A Simplified Approach with New Applications," Industrial Organization 0201002, EconWPA.
    4. Berry, Steven & Levinsohn, James & Pakes, Ariel, 1995. "Automobile Prices in Market Equilibrium," Econometrica, Econometric Society, vol. 63(4), pages 841-890, July.
    5. Deaton, Angus S & Muellbauer, John, 1980. "An Almost Ideal Demand System," American Economic Review, American Economic Association, vol. 70(3), pages 312-326, June.
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